ADIKAVINANNAYAUNIVERSITY::RAJAHMAHENDRAVARAM

BBA-DIGITALMARKETINGSYLLABUS(w.e.f:2020-21A.Y)

BBA Digital Marketing V Semester

syllabusSkillEnhancementCourses
GroupASubjects: ManagementSubjects
MIDSE SEM
NAMEOFTHE TOTAL TEACHING
S.NO COURSE MEXA ENDE CREDITS
SUBJECT MARKS HOURS
M* XAM

Product &
1 6A 100 25 75 5 4
BrandManage
ment
2 7A SalesManagement 100 25 75 5 4

3 6B MarketingofServices 100 25 75 5 4
4 7B RetailManagement 100 25 75 5 4

5 6C Advertising 100 25 75 5 4
Management
6 7C MediaManagement 100 25 75 5 4
GroupBSubjects:DigitalMarketingSubjects
MID SEM
NAMEOFTHE TOTAL TEACHING
S.NO COURSE SEM END CREDITS
SUBJECT MARKS HOURS
EXAM* EXAM
1 6A ContentMarketing 100 25 75 5 4
ContentManagement
2 7A 100 25 75 5 4
System

3 6B AdvancedSEO 100 25 75 5 4

4 7B WebAnalytics 100 25 75 5 4

5 6C SEMRush 100 25 75 5 4
GoogleSearch
6 7C 100 25 75 5 4
Console
GroupCSubjects: Web BasedApplications
MID SEM
NAMEOFTHE TOTAL TEACHING
S.NO COURSE SEM END CREDITS
SUBJECT MARKS HOURS
EXAM* EXAM
1 6A MobileMarketing 100 25 75 5 4
2 7A E-MailMarketing 100 25 75 5 4

3 6B Video Editing 100 25 75 5 4

Photography &
4 7B 100 25 75 5 4
ImageEditing

5 6C HTML&CSS 100 25 75 5 4
6 7C WebDesign&Planning 100 25 75 5 4
 ADIKAVINANNAYAUNIVERSITY::RAJAHMAHENDRAVARAM
BBA-DIGITALMARKETINGSYLLABUS(w.e.f:2020-21A.Y)

BBA-DM SEMESTERV Credits:4

GROUP A Course:6A Product & BrandManagement Hrs/Wk:5
CourseObjectives:TohelpthestudentsappreciatetherelationshipbetweenCorporateStrategyand,
Product and Brand Management

LearningOutcomes:
 Demonstrateknowledge ofthenatureandprocessesofbranding andbrandmanagement.
 Analyse and discuss contemporary brand related problems and develop
appropriateStrategiesand initiatives.

UNIT- I:ProductManagement-
AnIntroduction.CorporateStrategyandProductPolicyProductline Decisions
ProductLifeCycle and MarketingStrategies.

UNIT-II: New Product Development and the Techniques of Idea Generation and
ScreeningConcept, Development and Testing Test Marketing, Launching and Tracking New
ProductProgrammes.

UNIT-III: Organizing for New Products Introduction to Brand Management

andCraftingofBrandElements,ConsumerBrandKnowledgeBrandIdentity,Persona
lityand Brand Associations

UNIT-
IV:ManagingBrandArchitectureandBrandPortfolios,CorporateBrandingandTools
forBuilding Brand, Equity

UNIT-V:LeveragingBrandEquity,MeasurementofBrandEquity

References

1. Brand Against the Machine: How to Build Your Brand, Cut Through the
Marketing.Noiseand Stand Out fromtheCompetition by: JohnMichael Morgan,
2. MarketingManagementbyPhilipKotlerandKevinLaneKeller

Activities:
 WrittenAssignment
 OralPresentation

 CaseStudy
 ADIKAVINANNAYAUNIVERSITY::RAJAHMAHENDRAVARAM
BBA-DIGITALMARKETINGSYLLABUS(w.e.f:2020-21A.Y)
BBA-DM SEMESTERV Credits:4
GROUP A Course:7A SalesManagement Hrs/Wk:5

CourseObjective:
Theobjectiveofthiscourseis todevelop abasicunderstanding
aboutthemanagementconceptsas well as of human invarious sales processes in
organisation .
LearningOutcomes:
1. Developaplanfororganizing,staffing andtrainingasalesforce.
2. Knowthedistinction betweenthe skillsrequiredforsellingand salesmanagement.

UNIT-
I:Introductiontosalesmanagement:Meaning,Evaluation,Importance,PersonalSelling,Emerging
TrendsinSalesManagement,elementarystudyofsalesorganizations,qualitiesandresponsibilities
ofsalesmanager. Types of salesorganizations

UNIT-II:Sellingskills&Sellingstrategies:SellingandbusinessStyles,sellingskills,situations,
sellingprocess, sales presentation, Handling customer objections, Follow-u action.

UNIT-III:
ManagementofSalesTerritory&SalesQuota:Salesterritory,meaning,size,designing,salesqu
ota,procedure for salesquota.Typesof salesquota,Methodsof settingquota.Recruitmentand
selection ofsalesforce, Training ofsales force.

UNIT-IV:Salesforcemotivationandcompensation:Natureofmotivation,Importance,Process
andfactors in the motivation, Compensation-Meaning, Types of compensation
plansandevaluationof sales forceby performanceandappraisal process

UNIT-V:Salesmanagementjob:Standardsalesmanagementprocess-
internationalsalesmanagement-internationalmarketselection-marketsurveyapproachorstrategy-
casestudyinIndiancontext

References:
1. SalesmanshipPracticesandProblemsPaperback–
Import,15Mar2007byBertrandR.Canfield(Author).
2. Selling &Sales Management 6th Edition by David Jobber(Author), Geoff
Lancaster0T(Author)
3. SalesManagement8T:13TConcepts,Practices,andCases13T0EugeneM.Johnson10T,10TDavi
dL. Kurtz10T,10TEberhardEugenScheuing10TMcGraw-Hill, 1994
4. SalesforceManagementby Still,Cundiff&Govoni

Activities
• WrittenAssignments
• OralPresentation
• QuizProgramme
 ADIKAVINANNAYAUNIVERSITY::RAJAHMAHENDRAVARAM
BBA-DIGITALMARKETING SYLLABUS(w.e.f:2020-21A.Y)

BBA-DM SEMESTERV Credits:4

GROUP A Course:6B Marketing of Services Hrs/Wk:5

Course Objectives: The course brings out the emerging service environment in India
andtheworld.ItemphasizesthedistinctiveaspectsofServicesMarketing.Itaimsatequipping
students with concepts and techniques that help in taking decisions relating
tovariousservicesmarketingsituations.
LearningOutcomes:
 UnderstandtheConceptofServicesandintangibleproductsandDiscusstherelevanceoft
heservices Industryto Industry
 ExaminethecharacteristicsoftheservicesindustryandthemodusoperandiandAnalyzet
heroleandrelevanceofQualityinServices

UNIT-I: Meaning of Service, role of services in Indian economy, growth in service

sector,types of services, difference between goods and services, characteristics of
services, needforservicemarketingandobstaclesinservicemarketing.

UNIT-II:
ServiceMarketing:Marketingmanagementprocessforservicesplanning,organizing,
analyzing marketing opportunities, selecting target market - developing
theservicemarketingmix-managingandcontrollingmarketingefforts.

UNIT-III: Service Design and Development: Challenges of service design, stages in

newservice development, Service blue printing - Service standards: Factors determine
servicestandard,customerdefinedstandards.

UNIT-IV: Marketing of Services: Financial service marketing, Insurance, Bank,

Mutualfunds, Tourism Marketing, Hospital marketing, any hotel and hospitality
marketing, otherrelevantservicesmarketing.

UNIT-V: ServicemarketingandICTinterface–DeficiencyinServices–
ConsumerProtection Act,1986 –ServiceTaxRules–GoodsandServicesTax(GST)Bill.

References:
1. ServicesMarketingby -ValarieA.ZeithamlandMayJoBtnerPub:TataMcGrow HIL
2. ServicesMarketingby -Vasont :VenugopalandRaghuN.,HimalayaPublishingHouse.
3. ServicesMarketingby -P.N.ReddyandothersPub:HimalayaPublishingHouse.
4. ServiceMarketingby:HellenwoodRuffe,MacmillanIndiaLtd.
Activities:
 WrittenAssignments
 Oral
 PresentationsCase
Study
 ADIKAVINANNAYAUNIVERSITY::RAJAHMAHENDRAVARAM
BBA-DIGITALMARKETING SYLLABUS(w.e.f:2020-21A.Y)

BBA-DM SEMESTERV Credits:4

GROUPA Course:7B RetailManagement Hrs/Wk:5
CourseObjectives:Tofamiliarizestudentswiththedecisionsinvolvedinrunningaretailfirm
andtheconcepts andprinciples formaking thosedecisions.
LearningOutcomes:
 Thecontributionofretailerstotheproductvaluechain,corporateobjectives,competitoranalysis
,and competitivestrategy;
 Consumermotivations,shoppingbehaviors,anddecisionprocessesforevaluatingretailofferin
gand purchasing merchandiseand services;
UNIT-I: Retailing: Importance of Retailing, Factors Influencing Retailing, Functions
ofRetailing, Developing and applying Retail Strategy, Strategic Retail Planning
Process,RetailOrganization,ClassificationofRetailUnits.

UNIT-II: Setting-upRetailorganization:Sizeandspaceallocation,location,factorsaffecting
the location of Retail, Store Layout and Space planning: Types of Layouts,
roleofVisualMerchandiser,ControllingCostsand ReducingInventoriesLoss.

UNIT-III: Emergence of Organized Retiling: Traditional Retailing, Organized Retailing

inIndia, Retailing in rural India, Retail Environment in India, FDI in retailing, Role of IT
inretailing,emerging trendsin retailing.

UNIT-IV: Retail Pricing: Factors influencing retail pricing, Retail pricing strategies,
Retailpromotion strategies: Management and Evaluation of relationships in Retailing,
RetailResearch.

UNIT-V: CaseStudies: Practical:

(i) ToInterviewasalespersonandwriteabriefreportaboutwhattheylikeanddislikeabouttheirjo
bs,theirsalary,travellingallowances,salesquotas,etc.
(ii) TogotoaKiranastoreandasupermarketandcomparethe:(a)storearrangement(b)Noofbran
dscarried(c)pricingpolicies(d)Service–personal.
(iii) TovisitanyonethemodernMallslike,Reliance,BestPrice,More,LifestyleandprepareaRe
port.
References:
1. Levy&Weitz,RetailManagement,TMH,2012.
2. SwapanaPradhan,RetailingManagement,TMH,2012.
3. DravidGilbert,RetailMarketingManagement, PearsonEducation.
4. A.J.Lamba,TheArtofRetailing,McGraw Hill.
5. BarryBerman,JoelR.Evans,RetailManagement:AStrategicApproach,Pearson.
Activities:
 WrittenAssignments
 Oral
 PresentationsCase
Study
 ADIKAVINANNAYAUNIVERSITY::RAJAHMAHENDRAVARAM
BBA-DIGITALMARKETINGSYLLABUS(w.e.f:2020-21A.Y)

BBA-DM SEMESTERV Credits:4

GROUPA Course:6C Advertising Management Hrs/Wk:5

Course Objectives: Basics of planning, creating, using, and placing advertising in the
businessworld and reviews entire field of advertising as basis for students who select
advertising as acareeror as an integral part ofamarketing program.

LearningOutcomes:
1. Demonstrate an understanding of advertising strategies and budgets andIdentify
andunderstandthevarious advertising media.
2. Demonstrateanunderstandingofhowanadvertisingagencyoperates.

UNIT-I : Evolution of advertising - socio economic effects of advertising – types

ofadvertisements – Various phases of advertising – advertising agency system -
marketresearch–vocationalaspectsofadvertising

UNIT-II: Planningandcampaigns–Mediaselection–newspapers–Magazines–Radio-
Television-Directmail-Outdooradvertising-Hoarding-Buspanels-spectacularBulletins

UNIT-III : Outdoor advertising in India -Commercial advertisings over - All India

Radio -Doordarshan-RecenttrendsinIndianAdvertising-
Legalandethicalaspectsofadvertising-Advertisingpolicy

UNIT-IV: Advertising copy – Visualization – Illustrations – Layout – Headlines – Text

–Colour – Graphics – Psychological factors in advertising – Trademarks – Slogans –
Evaluation ofeffectiveness.

UNIT-V: Advertising–problemsofmeasurements–Opinionratings–Concurrentmethods
– Recall test– Recognition test –Audience evolution for various media–Advertisingcode

Referencebooks:
1. JackZSissors andJimSurmanek, AdvertisingMediaPlanning-crain books1976
2. JamesR Adams,MediaPlanning-Businessbooks1977
3. AdvancedM.P.-JohnRRossister,KluoerAcademicpublications1998
4. AdvertisingM.P.,JackZSissors,McGrawHill6thEdition
Activities:
 WrittenAssignments
 OralPresentations
 CaseStudy
 ADIKAVINANNAYAUNIVERSITY::RAJAHMAHENDRAVARAM
BBA-DIGITALMARKETINGSYLLABUS(w.e.f:2020-21A.Y)

BBA-DM SEMESTERV Credits:4

GROUPA Course:7C MediaManagement Hrs/Wk:5

CourseObjectives:Experienceandskills inthemediamanagement fieldaretheonlyway togetmore

job opportunities or future scopes. There are tons of opportunities available in the
mediasectorinIndiaaswellasabroad,related tomarketing, digitalmedia, andmuch more.

LearningOutcomes:

1. Tomakestudents understand thedynamicroleofthe media in society

2. Tointroducestudentstothestudyofcontemporaryformsofmediatedcommunic
ation.

UNIT-I: Media planning - The function of media planning in advertising -Role of media
planner-Challenges in media planning -Media planning process -Media planning for consumer
goods-Mediaplanning forindustrial goods

UNIT-II: Importance of Media Research in planning; Sources of media research -Audit

Bureau ofCirculation - Press Audits-National readership survey/IRS - Businessmen’s readership
survey -Television- Audience measurement- TRP -National television study -ADMAR satellite
cablenetworkstudy -Reach and coveragestudy-CBlistenership survey

UNIT-III: Selecting suitable media options- TV, Radio, Magazine, Newspapers,Pamphlets

andbrochures,direct mail, outdoor media

UNIT- IV: Criterion for selecting media vehicles: Reach - Frequency • GRPS - Cost efficiency
-Costperthousand -Cost perrating-Waste-Circulation-Pass-alongrate(print)

UNIT-V: MediaTiming-Scheduling; Schedulingandbudgetallocation

Referencebooks:
1. JackZSissors andJimSurmanek, AdvertisingMediaPlanning-crain books1976
2. JamesR Adams,MediaPlanning-Businessbooks1977
3. AdvertisingAndSalesPromotion -S HHKazmi,SatishKBatra

Activities:
 WrittenAssignments
 OralPresentations
 CaseStudy
 ADIKAVINANNAYAUNIVERSITY::RAJAHMAHENDRAVARAM
BBA-DIGITALMARKETINGSYLLABUS(w.e.f:2020-21A.Y)

BBA-DM SEMESTERV Credits:4

GROUP B
Course:6A ContentMarketing Hrs/Wk:5
CourseObjectives
Thiscourseaimstoshowyouhowtostrategicallyandoperationallyimplementacontentmarketin
gplanforyourbusiness.
LearningOutcomes:
 Understanding of how Content impacts a customer’s buying decision and relationship
with abusiness
 Determine the types of content they will engage with utilize low-cost, no-cost tools to
produceon-brandand engaging content.
UNIT-I: Introduction to Content Marketing and Management: Why and how content
isimportant to business – use of content marketing, Content strategy and planning,
Formingmissionstatement and itsimportance, selectionofNicheMarkets.

UNIT-II: Business goals and planning for websites -Naming primary and lover
levelgoals-CMS overview and concepts, Intro to Word Press - Word Press design,
navigationandsite structure,

UNIT-III: Adding and managing content - Adding and managing functionality on the
site.Writing for the Web-Refining content – design, brand guidelines -Tools for
developingvisualcontent -HTML and CSS, overview for CMS

UNIT-IV: Competitiveanalysis -
Collectingcontentideas,Toolsandresourcesforcreatingandmanagingcontent-
Socialmediachannels–communityandcommunication,distributingcontent.

UNIT-V: Toolsforsocialmediamanagement-Establishingmetrics-Evaluatingdata-
CapstoneProject

Note:Capstoneprojectsaredesignedtoapplytheskillsandknowledgelearnedinthecourseandwi
ll includethefollowing elements asprojects areshared:
1. Explainthecriteriathat guidedyourcontentdevelopment.
2. Presentyourwebsite andothermediachannelsthat highlightthatcontent.
3. Giveasummary ofyourplanfordeveloping, managing,anddistributing futurecontent.

SOURCE:
AARONMATTHEWWALLContentMarketingBook©AaronMatthew•seobook
@gmail.com
ReferenceBooks
 Building aStoryBrand:ClarifyYourMessageSo Customers WillListenPaperback–
28February2018-DonaldMiller
 PracticalContentStrategy&Marketing:TheContentStrategy&MarketingCourseGui
debookKindle Edition-JuliaMcCoy
Activities:
 WrittenAssignments
 OralPresentation
 Case Study
 ADIKAVINANNAYAUNIVERSITY::RAJAHMAHENDRAVARAM
BBA-DIGITALMARKETINGSYLLABUS(w.e.f:2020-21A.Y)

BBA-DM SEMESTERV Credits:4

GROUP B Course:7A ContentManagementSystem Hrs/Wk:5

CourseObjective:Inthiscourse,studentswilllearnhowtousethethousandsofthemesandpluginsalready
out there todesignown custom websites by using wordpress

LearningOutcomes:
 Studentisabletodesign anddevelopa website
 Studentis ableto managethecontent inthewebsite

UNIT-I: Introduction-HostingyourCMS-TypesofWordPress- -
SettinguplocalserverDownloadingXAMPP-Installing XAMPP to create local server

UNIT-II: Installation:InstallWordPress-Extracting WordPress files and installing WordPress-

LoggingintoWordPressDashboard-WordPressDashboard-
NavigatetotheWordPressdashboard;knowwhat everything does and how to useit

UNIT-III: Themes:InstallWordPress Themes -Understand themes and how to find/install them -

Customizing WordPress Themes -Customization of WordPress Widgets -Installing
WordPressPremiumTheme -Installing WordpressPremium Theme Demo Content

UNIT-IV: Plugins:InstallWordPress Plugins -Installing plugin for SEO on WordPress website -

Increasing Speed of WordPress websites -Security of WordPress websites -Contact Form
forWordPress websites -Setup Contact us page for WordPress websites -Creating Post and Basics
ofOnePageOptimization (SEO)

UNIT-V: Page Creation:Creating Page-Settings -Domain-Choosing the right domain

nameRegisteringyourdomain-Choosingyourhostingservices-Comparingvariousserviceproviders
-Choosingyour hosting provider-Pointingyour domaintohosting provider-SettingupyourWebserver-
InstallingyourWordPresstoyour Webserver-TransferringContenttoWebserver

References:
1. WordPress-All–in-OneforDummiesbyLisaSabin-Wilson,aJohnWiley&SonsInc.Brandin2013
New Jersy
2. WordpressforWriters-
CreateanAwesomeAuthorWebsitethatHelpsYouSellBooksByRachelMcCollin •2019 publishedby
CatawampusPress

Activities
 WrittenAssignments
 Oral
 PresentationQuiz
Programme
 ADIKAVINANNAYAUNIVERSITY::RAJAHMAHENDRAVARAM
BBA-DIGITALMARKETINGSYLLABUS(w.e.f:2020-21A.Y)

BBA-DM SEMESTERV Credits:4

GROUP B
Course:6B AdvancedSEO Hrs/Wk:5

Course Objective: With millions of people performing millions of searches each day to
findcontent on the Internet, itmakes sense that marketers want their products to be found by
potentialconsumers. Search engines use closely guarded algorithms to determine the results that
aredisplayed. However, determining what factors these algorithms take into account has led to
agrowingpracticeknownas search engineoptimization.
LearningOutcomes:

1. Learnwhatsearchengineoptimization(SEO)isandhowaWebsiteneedstobestructured.
2. Appreciatetheconstructsofsearchengine-friendlyWeb sites.

UNIT-I:SEO Introduction- Concepts of search engine optimization (SEO)- Dynamicpages-

Importance,Relevance, Popularity, Trust, Authority,What is Website? What
isDomainName,TypesofDomains,Domainsuggestions,PremiumDomains,RegisteraDomainName,
WebHostingConcepts,Domain/HostingBusinessTypesofWebsites,HTML,CSSandJavaScript,Websi
tearchitecture,Staticpages

UNIT-II:How Search Engines Work, Major Search Engines, Components of Search

Engines,MajorSearchEngines:Google,Yahoo,Bing,GoogleResults,SearchEngineMechanism,Searc
hEngineCrawling,Robots.txt,Sitemaps,Storing,ProcessingandIndexing,Ranking,

UNIT-III:On-
pageSEO,importance,influencefactors,OptimizingWebPage,WebsiteOptimization,title,descriptiona
ndkeywordtags,headertags,AnchorText,NavigationLinks,Contextuallinks,Canonical URLs, Page
Nations, keyword research, meta tag optimization, SEO contentoptimization.

UNIT-IV:Off-pageSEO,importance,influencefactors,Rightandwrongwaystolink,Reciprocal links,
Three-way links, Purchased links, Link networks, Redirected links, Linkbait,Trustrank and
worthlesslinks

UNIT-V:SEM Strategy:What is SEM Strategy-Meaning and Definition of SEM-Importance

ofSEM-Advantages and Dis-advantages of SEMSettingupSEMstrategy-
AnalyzingtheEfficiencyofSEMStrategy-Digitalpromotion-Tools and techniques

References:1.SearchEngineOptimization:YourVisualBlueprintf
oreffective2.Internetmarketing,3Edition(MISL-Wiley)-
KristopherBJones
3. SearchEngineOptimization:AnHouraDay-Jennipegrappone,GradivaCousin-Wiley.

Activities
 WrittenAssignments
 Oral
 PresentationQuiz
Programme
 ADIKAVINANNAYAUNIVERSITY::RAJAHMAHENDRAVARAM
BBA-DIGITALMARKETINGSYLLABUS(w.e.f:2020-21A.Y)

BBA-DM SEMESTERV Credits:4

GROUPB
Course:7B WebAnalytics Hrs/Wk:5
Course Objectives: Web analytics course covers the basics concepts of digital Analytics
anddrivesstudentsintolearningdigitalanalyticsfrombothamanagerialandtechnicalperspective.
LearningOutcomes:
 Readandunderstandin aproperwaythemainkeymetricsofdigitalanalytics
 Managewebandsocialanalyticsprinciplestodrivemarketingcampaignor strategies

UNIT-I:GettingstartedwithWebAnalytics-Thedigitalmedia:owned,earnedandpaidmedia
- Web Analytics platforms overview - Getting started with digital analytics - Main KPIs
aboutdigital analytics - Sessions - Number of visitors - Time on Site - Time on Page - Bounce
Rate -UnderstandingandusingGoogleAnalyticsdata-
CollectingactionabledatawithGoogleAnalytics-Navigating GoogleAnalytics reports -
Navigating Conversions reports

UNIT-II:Introduction to Ecommerce Analysis & App Analytics - Understanding Customers -

Understanding Shopping Behavior - Introduction to Mobile App Analytics - Attracting
NewUsers-Measuring behavior

UNIT-III:Google Tag Manager Fundamentals & Social Analytics - Starting out with
GoogleTagManager-SettingupGoogleTagManager-
CollectingdatausingtheDataLayer,variables,andevents-
Usingadditionaltagsformarketingandremarketing-FacebookAnalytics-Twitter Insights

UNIT-IV:Trafficsources-Direct,referring, andsearchtraffic-Campaigns-AdWords, Adsense

Content- PagesandLandingPages-EventTrackingandAdSense-SiteSearchVisitors-
Uniquevisitors-Geographicandlanguageinformation-TechnicalreportsBenchmarking,Actionable
insights and the big picture Recap of Google Analytics reports andtools-
Findingactionableinsights-Gettingtheorganizationinvolved-Creatingadata-drivenculture-
Resources

UNIT-V:SocialAnalytics&UserGeneratedContents-DefinitionofUserGeneratedContents
- Getting started with Web Listening - Main KPIs about web listening - Main web
listeningplatforms-Freetoolsforweblisteninganalysis

Software tobeused
Google Analytics, Talkwalker Platform, Facebook Analytics, Twitter Insights,
YouTubeAnalytics

Referencebooks:
1. WebAnalyticsStrategiesforInformationProfessionals(English,Paperback,FarneyTaba
tha)
2. WebAnalyticsActionHero:UsingAnalysistoGainInsightandOptimizeYourBusin
ess:BrentDykes
3. CompleteWebMonitoring:AlistairCrollandSeanPower
Activities:
 WrittenAssignment
 OralPresentation
 CaseStudy
 ADIKAVINANNAYAUNIVERSITY::RAJAHMAHENDRAVARAM
BBA-DIGITALMARKETINGSYLLABUS(w.e.f:2020-21A.Y)

BBA-DM SEMESTERV Credits:4

GROUPB
Course:6C SEM Rush Hrs/Wk:5
CourseObjectives:
SEM RushisanSEOtoolthatdoes
keywordresearch,tracksthekeywordstrategyusedbycompet
itors,runs an SEOaudit of ablogand looksforback-linking opportunities.
LearningOutcomes:
Savetime&budget.StaycreativewithyourcontentwhileSemrushtakescareofthedata.Over7millio
n users haveregistered for Semrush.

UNIT-I: Keyword Research:Analyze Search Intent Instantly with Semrush-Keyword

Research-The Ultimate Keyword Research Checklist-Semrush Keyword Difficulty: Now More
AccurateThanAny Other Tool-How to UseSemrushforKeyword Research

UNIT- II: Keyword Ranking: How to Track Your Keywords on Google (with Semrush)-
SearchEngine Ranking: How to Use Semrush to Track Keywords and Positions-How To
Measure SEOShare of Voice on Semrush-How To Use Semrush Sensor To Get SERP Volatility
Insights-HowtoTrack SERPRankings with theSemrush Position

UNIT-III: LINK Building:How to Use Outreach for Link Building- Ways to Make the Best
ofSEO Link Building with Semrush-Semrush Backlinks Update 2021: How We Built a
NewBacklinks-Fastest Backlink Discovery Tool as aSEMrush

UNIT-IV: Social Media and Local SEO:How to Use the Free Semrush Social Media Tool
forEvery Platform-EffectiveOnline Reputation Management:Reasons To Monitor Mentions-How
toTrackSEOin Multiple Citieswith Semrush-HowTo ImproveYour LocalSEO

UNIT-V: SEOTrafficAnalysisandCompetitorReserach:HowtoTargetandWinSERPFeatures-
How to Find Marketing Insights Using Audience Overlap-Progress Report in Just 4Steps:How-
Howto AnalyzeCompetitor Website Trafficwith.Trends-CompetitorInsights

References:

1. SEMrushforAdvancedDigitalMarketingStrategy byJustinWomack2017,Publisher-Packt
2. SEMRush:AGuidetoCompleteSEOandPPCDominancebyMatthewPowell2017Publisher:Matthe
w Powell

Activities

• WrittenAssignments
• OralPresentation
• QuizProgramme
 ADIKAVINANNAYAUNIVERSITY::RAJAHMAHENDRAVARAM
BBA-DIGITALMARKETINGSYLLABUS(w.e.f:2020-21A.Y)
BBA-DM SEMESTERV Credits:4
GROUP B
Course:7C GoogleSearchConsole Hrs/Wk:5

CourseObjective:Tomakereportsandhelpyoumeasureyour
site'sSearchtrafficandperformance,fix issues,and makeyoursiteshine in
GoogleSearchresults

LearningOutcomes:

1. Submitsitemapsandindividual URLsforcrawling.
2. Reviewindexcoverageto makesurethat Google has thefreshest viewof website..

UNIT-I: Overview: Performance: totalclicks,totalimpression,avg.CTR, avg position-

URLInspection:URL on isGoogle-viewcrawled page–viewsource, learnmoreoption

UNIT-II: Index:Coverage: valid,excluded, valid with warnings,submitted and indexed

,discovery,refrreing page , pages with errors, valid pages -Sitemaps-add new
sitemap,submittedsitemaps,type,submitted,lastread,status,discoveredURLs.

UNIT-III: Enhancements:--Core web vitals -Mobile usability-AMP- bread crumbs-FAQ-

Howto-Logos-Riview snippets-SiteLinks Searchbox

UNIT-IV: Security & Manual Actions:Manual actions-How do I remove Manual Actions

inGoogleSearch Console-security issues and its report-

UNIT-V: Legacy Tools and Reports:Links-settings-submit feedback- about new

version-Internationaltargeting-messages-URL parameters-web Tools

References:

1. TheUltimateGuidetoGoogleSearchConsole2021byAjaFrom@ajavuu,https:
//blog.hubspot.com/marketing/google-search-console
2. 2.Googlesearchconsole:Knowledgepanel bySajithThomosand EvinJaison 2016
3. 3.GoogleSearchConsole:ACompleteGuidebyGerardusBlokdyk2018,Bookshoutpublis
hers

Activities

• WrittenAssignments
• OralPresentation
• QuizProgramme
 ADIKAVI NANNAYA UNIVERSITY:: RAJAHMAHENDRAVARAM
BBA-DIGITALMARKETINGSYLLABUS(w.e.f:2020-21A.Y)

BBA-DM SEMESTERV Credits:4

GROUPC
Course:6A MobileMarketing Hrs/Wk:5

Course Objective: To equip the student with basic understanding about mobile marketing
andhowto promoteproductsby using mobile applications.
LearningOutcomes:

1. Makeuseofmobiledevices topromoteproductsandservices.
2. Integrateyourmobilemarketingstrategy withyoursocialmediastrategy.

UNIT-I: Introduction- Introduction to Mobile Marketing- Understanding Mobile Devices

WhatMobile Device is Right for You?- Core Product and Service Offerings Campaign
DeliveryOptions - SMS & MMS Messaging Campaign Delivery Options: Mobile Applications
CampaignDeliveryOptions: Mobile Websites App Marketing

UNIT-II: Supplemental Mobile Products and Service Options Campaign Delivery Options:
QRCodes Campaign Delivery Options: Augmented Reality Campaign Delivery Options:
InteractiveVoiceResponse (IVR)Mobile and TraditionalMarketing

UNIT-III: Mobile Advertising and Search Mobile Advertising Mobile Marketing and
SearchProgrammatic Ad Buying-- Incentives and Loyalty Program Mobile Incentive
OpportunitiesMobileLoyaltyPrograms-
MobileRulesandRegulationsMobileMarketingRulesandRegulations Mobile Campaign
Compliance

UNIT-IV: Mobile Marketing and Social Media Mobile and Social Media Content Marketing
forMobile Facebook Advertising for Mobile- - Location and Mobile Mobile Marketing Location
-Based Services Beacons, Opportunities and Challenges Beacons, Employing Beacons-
MobileWebsite ResponsiveDesignConvertingNon-Mobile Websites-
MobileMarketingAnalyticsMobileMeasurement -Careersin MobileMarketing Mobile
MarketingOpportunities

UNIT-V:Practical of Mobile Marketing in Buffer Mobile Software- a complete LAB for

studentstoknow theMobileMarketingBuffer softwarepracticespractically.PageCreation:

References:
1. MobileMarketing:HowMobileTechnologyisRevolutionizingMarketing,CommunicationsandA
dvertising by Daniel Rowles
2. Tap:Unlocking theMobileEconomyby AnindyaGhose
3. Socialnomics:HowSocialMediaTransformstheWayWeLiveandDoBusiness–ErikQualman

Activities:
• WrittenAssignments
• OralPresentation
• QuizProgramm
 ADIKAVI NANNAYA UNIVERSITY:: RAJAHMAHENDRAVARAM
BBA-DIGITALMARKETINGSYLLABUS(w.e.f:2020-21A.Y)

BBA-DM SEMESTERV Credits:4

GROUPC Course:7A E-MailMarketing Hrs/Wk:5

Course Objectives: Email Marketing Course covers marketing strategies and guides
increating effective advertisements to promote a product or service, request business,
solicitsales/donations,andbuildloyalty,trust,andbrandawareness.

LearningOutcomes:
1. Recognizethecurrentlandscapeofthe
digitalbusinessenvironmentandidentifystrategiestodefine,attract,andengageyouraudienceo
nline.
2. Developadigitalmarketingplandesignedtomeetyourgoalsandobjectivesforanyexistingor
new business, product,or service.

UNIT-I: Introduction to Email Marketing-Importance of EmailMarketing -

PopularEmailMarketingTools-EmailMarketingGoals-HistoryofEmailMarketing-
Advantages andDisAdvantagesofEmailMarketing.

UNIT-II:E-MailMarketingUnderstanding:BenefitsofEmailMarketing-
HowtowriteEffectivecontentandsubjectline-WhyEmailautomationisrequired-
DesigninganeffectiveEmailcampaign-TrackingEmailMarketingReports-EmailGuidelines.

UNIT-III:IntroductiontoMail-Chimp-Mail-ChimpStructure-AccountSetupandSettings-
EmailMarketingStrategy-CreatingaSubscriberList-IntegrationofFormsinSite-
ImportSubscribersinaList.

UNIT-IV:Mail-Chimp:TypesofEmailMarketing:-CampaignsCreatinganEmail-WhatIsthe
Newsletter-Designa NewsletterReports -MarketingAutomation.

UNIT-V:BestEmailMarketingAlternatives:Introduction:MailerLite-SendInBlue-
ActiveCampaign-HubSpotetc.

References
1. Author:TomCorson–Knowless,Email MarketingMastery.TCKPublishing
2. Author:SusanGunelius,Publisher:EntrepreneurPress,31May2018,
Activities
• WrittenAssignments
• OralPresentation
• QuizProgramme
 ADIKAVINANNAYAUNIVERSITY::RAJAHMAHENDRAVARAM
BBA-DIGITALMARKETINGSYLLABUS(w.e.f:2020-21A.Y)
BBA-DM SEMESTERV Credits:4
GROUPC
Course:6B VideoEditing Hrs/Wk:5

CourseObjectives:TheCoursecoversthetechnicalconcernssuchascamera,lens,format,andlighting
instruments just to name a few, as well as various methods related to composition
andsubjectmodeling in order to tell the story.

LearningOutcomes:

 UnderstandhistoryforcinematographyandIdentifyvariousfacilitiesrequiredtoShootandedit
the film
 LearndifferenttechniquesofcapturingthefilmandtechniquesofeditingandDevelopthescript
and shooting techniques

UNIT-I: Writingwithmotion,Theframe,Thelens,Point-of-
view,Shootingmethods,OverlappingorTriple-
Takemethod,Visuallanguage,Miscellaneousrulesofcomposition,Languageof thelens, Theleansand
theFrame,Imagecontrolat the lens.

UNIT-II: Visual storytelling, Lighting as storytelling, Cinematic continuity, Shooting for

editing,The Six types of cuts, Lighting basics, Motivated Light, Lighting for high def video,
Lightingsources,Xenons, soft lights, Color-Correction Fluoresents, Day Exteriors.

UNIT-III: HD Cinematography, Types of video sensors, Digital video, Controlling the HD

image,Exposure,Cameramovement,CameraMounting,Thecrabdolly,Cranes,Colorinvisualstorytell
ing,,Imagecontrol, Optics&focus, Setoperations,Technical issues,film formats.

UNIT-IV: Digital Video editing, Timeframe, Analog and digital video, Video standard
formats,Video broadcast, Streaming video, Video capturing, Digital media, Clips with device
control,Using theTools,

UNIT-V: Start the magic(editing), Effects and integration, Working with Audio, Applying
AudioEffects, Superimposing and compositing, Creating Titles, Render and Exporting video,
Exportformats.

References:
1. DigitalVideoEditing,ChandrabhanuPattanayak
2. DigitalVideofordummies,KeithUnderdahl
3. Filmmaker’sHandbookbyStevenAscher&EdwardPincus
4. Cinematography:Theory&PracticebyBlainBrown
5. BasicsofVideo Lightingby DesLyver,GrahamSwainson

Activities:
 Seminar/Workshoponrelatedtopics 
 RVJ(ReflectiveVisual Journal)onthetheoryandparticles
 Production/ Liverelated2Dproject
 ADIKAVINANNAYAUNIVERSITY::RAJAHMAHENDRAVARAM
BBA-DIGITALMARKETINGSYLLABUS(w.e.f:2020-21A.Y)
BBA-DM SEMESTERV Credits:4
GROUPC Photography And ImageEditing
Course:7B Hrs/Wk:5

CourseObjectives:Atthe endofthiscourse, the student willpossess imageediting

skillsusingtheimaging-editing software

LearningOutcomes:

 UnderstandthetechniquesandtipsofthephotographyandIdentifyvariousfacilitiesrequiredto
Shoot and edit theImage
 LearndifferenttechniquesofcapturingtheImagesandmodifyinginsoftwareandDeveloptheme
thod ofbasic imageediting techniques
UNIT-I: Making of photography, Digital cameras and images, Taking photos, Image
sensors,images cleaning, Digital workflow, Image formats, Storing images, Color Management,
ColorModelsand spaces, Controlling Exposure

UNIT-II: Controlling Sharpness, Image stabilization, Focusing, Depth of Field, Capturing

light&Color,WhiteBalance,ColorBalanceandtimeofday,UnderstandingLenses,Macromodeandma
cro lenses, On-cameraflash photography

UNIT-III: Studio Photography, Using stones, Using diffusers, The main light, The fill light,
Therim light, Displaying & Sharing photos on Screen, Slide Shows, File formats, Publishing
yourphotos

UNIT-IV: Scanning and Image Editing, Digital retouching, Image enhancement, Image
size,Retouchingtools,Layers,Applyingselectiveeffectstoimages,Filterswithmasks,Digitaldarkroo
meffects

UNIT-V: Digital output, Placing phots, Document creation, Posting photos on the web
page,Printers,Output devices,Proofing, PrintingQuality, Printing sizes

References:

1. Thetextbook ofDigitalPhotography second edition,Dennis P. Curtin

2. ResourcessuggestedbytheTeacherconcernedandthecollegeLibrarianincludingreadingmaterial

Activities:

 Seminar/Workshoponrelatedtopics
 RVJ(ReflectiveVisualJournal)onthetheoryandparticles
 EventPhotographyofanyfunction
 ADIKAVI NANNAYA UNIVERSITY:: RAJAHMAHENDRAVARAM
BBA-DIGITALMARKETINGSYLLABUS(w.e.f:2020-21A.Y)
BBA-DM SEMESTERV Credits:4
GROUPC
Course:6C HTML& CSS Hrs/Wk:5

Course Objective: HTML and CSS go hand in hand for developing flexible, attractive, anduser-
friendly websites. HTML (Hyper Text Markup Language) is used to show content on thepage
whereas CSS is used for presenting the page. HTML describes the structure of a
Websitesemanticallyalongwithpresentationcues,makingitamark-
uplanguage,ratherthanaprogramminglanguage.

LearningOutcomes:

 Studentis ableto design basicwebsitethroughHTML

 Learnerisabletopresentcontentmoreeffectively
UNIT- I: HTML Introduction-History of HTML-What you need to do to get going and
makeyour first HTML page-What are HTML Tags and Attributes- HTML Tag vs. Element-
HTMLAttributes:HowtodifferentiateHTMLDocumentVersion-HTML-
BasicFormattingTags:HTMLBasic Tags-HTML Formatting Tags-HTMLColor Coding.

UNIT-II:HTML-GroupingUsingDivSpan:DivandSpanTagsforGrouping-HTML-Lists:Unordered
Lists-Ordered Lists-Definition list-HTML-Images:Image and Image Mapping-HTML-
Hyperlink:URL-Uniform ResourceLocator-URL Encoding.

UNIT-III:HTML-Table:<table>-<th>-<tr>-<td>-<caption>-<thaed>-<tbody>-<tfoot>
- <colgroup>
-<col>:HTML-Iframe:AttributesUsing- Iframeas the Target-HTML-Form: <input>-
<textarea>-<button>-<select>-<label>-:HTML-Headers::Title-Base-Link-Styles-Script-Meta-:
HTML-Miscellaneous:HTML Meta Tag-XHTML-HTML Deprecated Tags & Attributes

UNIT-IV: CSSIntroduction:BenefitsofCSS-CSSVersionsHistory-CSSSyntax-
ExternalStyleSheetusing
<link>-MultipleStyleSheets-ValueLengthsandPercentages-:CSS2-Syntax:CSSSyntax-
singleStyleSheets-MultipleStyle Sheets-Value Lengths andPercentages.

UNIT-V: CSS Selectors:ID Selectors-Class Selectors-Grouping Selectors-Universal Selector-

Descendant/ChildSelectors-AttributeSelectors-CSS–PseudoClasses--
ColorBackgroundCursor:background-image-background-repeat-background-position-CSS
Cursor.
References
1. ThomasA.Powell-HTML&CSS:TheCompleteReference,FifthEdition-TataMcGrawHill
2. JonDucket-HTML&CSSDesignandBuildWebsites-PublishedbyJohnWiley&Sons,Inc.10475
Crosspoint Boulevard Indianapolis,IN46256 www.wiley.com.

Activities
 WrittenAssignments
 OralPresentation
 QuizProgramme
 ADIKAVI NANNAYA UNIVERSITY:: RAJAHMAHENDRAVARAM
BBA-DIGITALMARKETINGSYLLABUS(w.e.f:2020-21A.Y)
BBA-DM SEMESTERV Credits:4
GROUPC
Course:7C WebDesign&Planning Hrs/Wk:5
Course Objective: Participant is able to learn hoiw to start Start blogging regularly and Drivemore
traffic from audience to website and Decrease your site's bounce rate and Raise yourconversionrate.

LearningOutcomes:
1. CertaintyandEfficiency inwebsitedesigning
2. Enhanced enduser experiencesothatachievemaximumreturns.

UNIT-I: Website: What is the Website-What is www-What are the different types of websites?-
Web page Vs. website-Difference between blog Vs. website-Components of the website-
Purposeofcreating websites-
UNIT-II: Building a Web Page: How to build a web page-Web design Vs. web development-
What makes a website user-friendly-Dynamic Vs. Static website-What are responsive websites-
Buildyourown portfolio website
UNIT-III: Domain Registration: What is domain & subdomain name-Parts of domain name-
Howto chooseadomain name-Whatis the Protocol-What isIPaddress
UNIT-IV: Hosting: What is web hosting-What is Uptime-Types of Web Hosting-How to
buydomain and hosting-Costs of adomain name-Buying and managingdomains-Importance ofserver
security-What is SSL certification-When your site goes down what will happen-What
isthepageauthority and domain authority
UNIT-V: What is Internet- Understanding domain names & domain extensions-Different typesof
websites -Based on functionality -Based on purpose -Planning &Conceptualising a Website -
Booking a domain name & web hosting -Adding domain name to web Server -Adding webpages&
content -Adding Plugins -Building website using CMS in Class -Identifying objective ofwebsite -
Deciding on number of pages required -Planning for engagement options -
LandingPages&Optimization -Creating blueprintofeverywebpage-Best& WorstExamples

References:
1. Theprinciplesofbeautifulwebdesign:byJasonBeairdandJamesGeorge,8july2014,Publis
her:SitePoint
2. Learningwebdesign:Abeginnersguide,5thedition,byJenniferNiederstRobbinns
Activities
 WrittenAssignments
 OralPresentation
 QuizProgramme
 ADIKAVI NANNAYA UNIVERSITY:: RAJAHMAHENDRAVARAM
BBA-DIGITALMARKETINGSYLLABUS(w.e.f:2020-21A.Y)

MODEL QUESTION PAPER (Sem-end. Exam)

BBA-DM DEGREE EXAMINATION
SEMESTER –V
Course – 6A PRODUCT AND BRAND MANAGEMENT
Time:3Hrs Max.marks:75
Section – A

I. Answer any FIVE of the following 5 X 5 = 25 Marks

1) Define product? State the meaning of product management?

2) State the role of idea generation in new product development?
3) Explain corporate branding with examples?
4) Explain the concept of brand associations?
5) What do you mean by brand knowledge?
6) State advantages and disadvantages of branding?
7) Explain product policy? State its relavence in product management?
8) What are various tools for brand building?

Section-B

II. Answer the following Questions 5x10=50 Marks

9) (a) Define product life cycle? State various marketing strategies in various stage of
PLC?
(or)
(b) Define product line? State various product line decisions?

10) (a) Explain various strategies and stages in new product development?
(or)
(b) What do you mean by test marketing and commercialization? Explain?

11) (a) Define Brand? Explain the concept of brand management?

(or)
(b) Explain brand identity and brand personality?

12) (a) Explain brand portfolio with suitable examples?

(or)
(b) Define brand equity? State the components of brand equity?

13) (a) Explain leveraging brand equity?

(or)
(b) State how you would measure the brand Equity?
 MODEL QUESTION PAPER (Sem-end. Exam)
BBA-DM DEGREE EXAMINATION
SEMESTER –V
Course – 7A SALES MANAGEMENT
Time:3Hrs Max.marks:75

Section – A
I. Answer any FIVE of the following 5 X 5 = 25 Marks

1 .What do you mean by sales presentations?

2 .Explain various qualities of sales management?
3 .Explain various types of sales organization?
4. State various techniques to handle objections?
5. Define sales quota? Explain various types of sales quotas?
6. How do you recruit and select sales force?
7 .Explain sales force management?
8. Various methods of motivating sales force?

Section-B

II. Answer the following Questions 5x10=50 Marks

9 .(a) state the meaning and importance of sales management ?

(or)
(b) Explain various trends in sales management?
10.(a) Define a sales strategy? Explain various selling strategies?
(or)
(b) Explain the selling process?
11.(a) Define sales quota ? Explain the procedure for defining sales quotas?
(or)
(b) Define sales territory? State various methods for managing sales territories?
12.(a) Explain nature I and importance of sales force ?
(or)
(b) Define sales compensation? State various types of compensation plans ?
13. (a) Explain standard sales managements process ?
(or)
(b) State various factors effecting selection of international markets?
 MODEL QUESTION PAPER (Sem-end. Exam)
BBA-DM DEGREE EXAMINATION
SEMESTER –V
Course – 6B MARKETING OF SERVICES
Time:3Hrs Max.marks:75

Section – A

I. Answer any FIVE of the following 5 X 5 = 25Marks

1. Explain various characteristics of services

2. Explain various types of services
3. State various factor effecting selection of target market
4. Explain various challenges and obstacles in service marketing
5. What is service blue print? Explain its benefit
6. Explain deficiencies in services
7. GST bill and its impact on Indian economy .Explain?
8. State various insurance services?

Section-B

II. Answer the following Questions 5x10=50 Marks

9 a .Define services? State the role of service in Indian economy?

{Or}
b. Explain various factors effecting growth of service sector
10. a. Explain service marketing mix in detail
{Or}
b. Explain marketing management process?
11. a. Explain stages in new services development process?
{Or}
b. Define service standard? State various factors determining service standard
12. a. Explain financial services with certain examples
{Or}
b .Explain various tourism services with examples

13. a. Explain consumer protection net 1986

{Or}
b. Explain ICT interface in service marketing
 MODEL QUESTION PAPER (Sem-end. Exam)
BBA-DM DEGREE EXAMINATION
SEMESTER –V
Course – 7B RETAIL MANAGEMENT
Time:3Hrs Max.marks:75
Section – A
I. Answer any FIVE of the following 5 X 5 = 25 Marks

1. State various steps in strategic retail planning process

2. State the classification of retail units
3. What do you mean by visual merchandise?
4. Explain methods of reducing inventories loss
5. Define retail strategy? State various factors effecting retail strategy
6. Explain few retail promotions strategies?
7. FDI in retailing helps for growth of economy substantiate the statement
8. Explain the benefits of traditional retailing

Section-B

II. Answer the following Questions 5x10=50 Marks

9. a. State various functions effecting retailing.

Or
b. what are the various factors effecting retailing.
10. a. state various types and Factors
Or
b. what are various type of retail layouts?
11. a. state the factors affecting growth of organized retailing in India
Or
b. explain various trends in retailing in modern era
12. a. what is retail price? Explain various retail pricing strategies.
Or
b. explain factors influencing retail pricing.
13. a. if you are a manager of kirana store explain how do you perform.
i. Store arrangement
ii. Number of brands carried
iii. Pricing policies
iv. After sale service
b. Write a brief report about what are likes and dislikes about retail sales manager job,
hissalary, how to fix sales quotas and territories?
 MODEL QUESTION PAPER (Sem-end. Exam)
BBA-DM DEGREE EXAMINATION
SEMESTER –V
Course – 6C ADVERTISING MANAGEMENT
Time:3Hrs Max.marks:75
Section – A

I. Answer any FIVE of the following 5 X 5 = 25 Marks

1. Define Ad agency? State its functions?

2. Define market Research? State its benefits?
3. State various challenges of direct mail?
4. Explain various types of outdoor media?
5. “Advertising policy in India favors corporate” comment on this statement?
6. What are various psychological factors in advertising?
7. What are the problems in measuring advertising effectiveness?
8. Define advertising by various authors?

Section-B

II. Answer the following Questions 5x10=50 Marks

9 (a) Define advertising? State various types of advertisement?

(or)
(b) Explain socio economic effects of advertising?
10(a) Explain various factors effecting media selection?
(or)
(b) State various types of advertising media?
11 (a) what are various trends in India advertising?
(or)
(b) Explain outdoor advertising in India?
12 (a) Define advertising layout? Explain various types of add layouts?
(or)
(b) Define advertising copy? State various components of advertising copy?
13 (a) Explain various concurrent methods of testing add effectives?
(or)
(b) Explain recall and recognition tests? Also state the difference between recall and
recognition tests?
 MODEL QUESTION PAPER (Sem-end. Exam)
BBA-DM DEGREE EXAMINATION
SEMESTER –V
Course – 7C MEDIA MANAGEMENT
Time:3Hrs Max.marks:75

Section – A
I. Answer any FIVE of the following 5 X 5 = 25 Marks

1. State any five challenges in media planning.

2. Explain a media plan for industrial goods.
3. Explain Benefits of Broadcasting Media.
4. State advantages of various Print Media
5. Explain cost per thousand and cost per rating.
6. Explain the concept of Media Coverage?
7. Explain Press Audits?
8. What are various sources of Media Research?

Section-B

II. Answer the following Questions 5x10=50 Marks

9 (a) State Media Planning Process?

(or)
(b) State the functions of Media planning in advertising.
10 (a) Define Media Research? State its importance.
(or)
(b) State TRP’s and GRP’s.
11 (a) State various criteria for selecting Media Vehicles.
(or)
(b) Explain Media Reach and Media frequency.
12 (a) Define Media Scheduling? State the factors and types of Media Scheduling
(or)
(b) Explain Media Scheduling and budget Allocation.
13 (a) Define Direct Mail? State its benefits.
(or)
(b) Explain various types of outdoor Media?
 MODEL QUESTION PAPER (Sem-end. Exam)
BBA-DM DEGREE EXAMINATION
SEMESTER –V
Course – 6A CONTENT MARKETING
Time:3Hrs Max.marks:75

SECTION-A
I. Answer any FIVE of the Following: 5x5=25 Marks

1. Discuss the Content Strategy?

2. Write short notes on Content Marketing?
3. Intro to Word Press
4. Explain the Business Goals for Website?
5. HTML
6. Community in Content Marketing
7. Social Media Channels
8. Establishing Metrics
SECTION-B

II. Answer the Following: 5x10=50Marks

9.a) What is Content Marketing and explain its Importance to business?

OR
b) Write a note on Content Planning and use of Content Marketing?
10. a) Describe the overview of CMS and navigation and site structure in Word
Press?
OR
b) Discuss about Word Press Designand its need to website(s)?
11. a) Explain the CSS and how its relevance to Content Marketing?
OR
b) What do you mean by Writing for the Web-Refining Content?
12. a) What is Competitive Analysis and why we do it in Content Marketing?
OR

b) What are Social Media Channels and how to distribute content in that?
13.a) Define Social Media and Tools for Social Media Management?
OR
b) What do you mean by Evaluating Data and its significance to business?
 MODEL QUESTION PAPER (Sem-end. Exam)
BBA-DM DEGREE EXAMINATION
SEMESTER –V
Course 7A – CONTENT MANAGEMENT SYSTEM
Time:3Hrs Max.marks:75

SECTION-A
I. Answer any FIVE of the Following: 5x5=25 Marks

1. Hosting
2. CMS
3. Introduction to Word Press
4. Themes
5. Plugins
6. Creating Contact Form through Word Press
7. Creating Page
8. Settings
SECTION-B
II. Answer the Following: 5x10=50 Marks

9 a)What is Content Management System and its Importance?

OR
b) Installing XAMPP to create local server?

10 a)Describe the overview of CMS Dashboard in Word Press?

OR
b) How to Log in into Word Press Dashboard?
11 a) Understand themes and how to find/install them?

OR
b) Installing Word Press Premium Theme Demo Content?

12. a) Installing plugin for SEO on Word Press website?

OR

b) Setup Contact us page for Word Press websites?

13. a) Choosing your hosting services ?

OR
b) Setting up your Web server?
 MODEL QUESTION PAPER (Sem-end. Exam)
BBA-DM DEGREE EXAMINATION
SEMESTER –V
Course 6B – ADVANCED SEO
Time:3Hrs Max.marks:75

SECTION-A
I. Answer any FIVE of the Following: 5x5=25 Marks

1. Relevance
2. Popularity
3. Google
4. Processing
5. Paginations
6. Off-Page SEO
7. SEM
8. Advantages of SEM
SECTION-B

II. Answer the Following: 5x10=50 Marks

9 a) Concepts of search engine optimization (SEO)?

OR
b) Discuss Website Architecture?
10 a) How Search Engines Work?

OR
b) Search Engine Mechanism?

11 a) Navigation Links Vs.Contextualal Links?

OR
b) What are On-page SEO influence factors?

12. a) What is Off-page SEO, and its importance,?

OR

b) Right and wrong ways to link?

13. a) Meaning ,Definition and Importance of SEM Strategy?

OR
b) Tools and techniques of SEM?
 MODEL QUESTION PAPER (Sem-end. Exam)
BBA-DM DEGREE EXAMINATION
SEMESTER –V
Course 7B – WEB ANALYTICS
Time:3Hrs Max.marks:75

SECTION-A
I. Answer any FIVE of the Following: 5x5=25 Marks

1. What is Web Analytics

2. Sessions
3. E-Commerce Analysis
4. Measuring Behavior
5. Tag Manager
6. Referring
7. User Generated Content
8. What is KPI
SECTION-B
II. Answer the Following: 5x10=50 Marks

9 a) What is Web Analytics and its Importance to Business?

OR
b) Understand in gand using Google Analytics Data?

10 a) App Analytics?

OR
b) Mobile App Analytics?

11 a) Setting up Google Tag Manager?

OR
b) Face book Analytics?

12. a) Ad-Words Vs Adsense?

OR
b) Geographic and language information?

13. a) Definition of User Generated Contents?

OR
- b) Free tools for web listening analysis?
 MODEL QUESTION PAPER (Sem-end. Exam)
BBA-DM DEGREE EXAMINATION
SEMESTER –V
Course 6C – SEMRush
Time:3Hrs Max.marks:75

SECTION-A
I. Answer any FIVE of the Following: 5x5=25 Marks

1. SEMrush
2. Keyword Research
3. Keyword Ranking
4. How To Use SEMrush Sensor
5. Link Building
6. How to Use Outreach for Link Building
7. Social Media
8. SEO Traffic Analysis
SECTION-B

II. Answer the Following: 5x10=50 Marks

9 a) Analyze Search Intent Instantly with SEMrush?

OR
b) How to Use Semrush for keyword Research
?

10 a) How to Track Your Keywords on Google?

OR
b) Howto Track SERP Rankings with the Semrush Position?

11 a) Ways to Make the Best of SEO Link Building with SEMrush?

OR
b) Fastest Back link Discovery Tool as a SEMrush?

12. a) How to Use the Free SEMrush Social Media Tool for Every Platform ?
OR
b) How to Improve Your Local SEO?

13. a) How to Targetand Win SERP Features?

OR
- b) How to Analyze Competitor Website Traffic with Trends?
 MODEL QUESTION PAPER (Sem-end. Exam)
BBA-DM DEGREE EXAMINATION
SEMESTER –V
Course 7C – GOOGLE SEARCH CONSOLE
Time:3Hrs Max.marks:75

SECTION-A
I. Answer any FIVE of the Following: 5x5=25 Marks

1. Total Clicks
2. Impressions
3. Index
4. Coverage
5. Search Box
6. AMP
7. Manual Actions
8. Web Tools
SECTION-B

II. Answer the Following: 5x10=50 Marks

9 a)What is Google Search Console and Its Overview?

OR
b) URL Inspection through URL on is Google?

10 a) Briefly explain about Coverage Option in GSC?

OR
b) What is Sitemap and How do we add news it e map?

11 a) Mobile usability in GSC?

OR
b) Site Links Search-Box in GSC?

12.a) How do I remove Manual Actions in Google Search Console?

OR
b) Security issues and Its Report?

13. a) Legacy Tools and Reports-Discuss ?

OR
- b) URL parameters in GSC?
 MODEL QUESTION PAPER (Sem-end. Exam)
BBA-DM DEGREE EXAMINATION
SEMESTER –V
Course 6A – MOBILE MARKETING
Time:3Hrs Max.marks:75

Section – A
I. Answer any FIVE of the following 5 X 5 = 25 Marks

1. Define SMS?
2. Define MMS?
3. Advantages of QR Code?
4. What do you understand by IVR?
5. What is an Incentive?
6. Careers in Mobile Marketing?
7. Mobile Measurement?
8. Advantages of Mobile Marketing?

Section-B

II. Answer the following Questions 5x10=50 Marks

9 a.What are the steps involved in Mobile Application Campaign?

( Or)
b. Explain the Campaign Delivery options?

10. a.What are the Augmented Reality Campaign Delivery options?

(Or)
b. Write the difference between Mobile and Traditional Marketing?

11. a. Write a note on Mobile Rules and Regulations?

(Or)
b. Write a note on Mobile Campaign Compliance?

12. a. Explain the advantages and disadvantages of Facebook Advertising for Mobile?
(Or)
b. Write a brief note on Mobile Marketing Analytics?

13. a. Explain the advantages and disadvantages of Buffer Mobile Software?

(Or)
b. Explain the steps involved in Page Creation?
 MODEL QUESTION PAPER (Sem-end. Exam)
BBA-DM DEGREE EXAMINATION
SEMESTER –V
Course 7A – E-MAIL MARKETING
Time:3Hrs Max.marks:75
Section – A
I. Answer any 5 questions of the following 5 X 5 = 25Marks

1. Goals of Email Marketing

2. Advantages of Email Marketing?
3. E mail Guidelines
4. How to write effective content?
5. Email marketing strategy?
6. Marketing automation?
7. MailerLite
8. Who is a subscriber?
Section-B

II. Answer the following Questions 5x10=50 Marks

9 a. Explain the Importance of Email Marketing?

(Or)
b. Write the History of Email Marketing?

10 a. How to Write Effective Content and Subject Line?

(Or)
b. How to Write an Effective Email Campaign?

11 a. How to create an account in Mail Chimp?

(Or)
b. How to integrate forms in Site?

12. a. Explain the types of Email marketing?

(Or)
b. How to Design a Newsletter Reports?

13. a. What are the alternatives of Email marketing?

(Or)
b.How to conduct an effective Email Campaign?
 MODEL QUESTION PAPER (Sem-end. Exam)
BBA-DM DEGREE EXAMINATION
SEMESTER –V
Course 6B – VIDEO EDITING
Time:3Hrs Max.marks:75

Section – A
I. Answer any 5 Questions. Each Question Carries 5 marks 5 X 5 = 25Marks

1. A brief history of the cinematography.

2. Explain the video cameras parts.
3. What is composition?
4. Explain the video editing techniques.
5. How to edit the video and audio explain the process?
6. What is sound how to edit the sound?
7. Explain the role of gears.
8. Explain the lighting techniques used.

Section – B
II. Answer all the questions. Each question carries 10 marks 5 X 10 = 50 Marks

9. a) Explain the Basic idea of video editing.

(or)
b) What is the rule of third explain in detail?

10. a) How to the concept of continuity?

(or)
b) Explain the continuity in the film?

11. a) How to work tripod, and Slider in detail?

(or)
b) What is reaction shots and reverse shots explain in detail?

12. a) Explain the 180 Degree rule explain in detail.

(or)
b) How to capture Digital & Analog Video explain the process?

13. a) Explain the videography tips and tricks.

(or)
b) What is a video editing and explain ten tools for video production?
 MODEL QUESTION PAPER (Sem-end. Exam)
BBA-DM DEGREE EXAMINATION
SEMESTER –V
Course 7B – PHOTOGRAPHY & IMAGE EDITING
Time:3Hrs Max.marks:75

Section – A
I. Answer any 5 Questions. Each Question Carries 5 marks 5 X 5 = 25

1. What is digital photography? Explain in detail.

2. Types of Digital camera.
3. Explain the playback mode.
4. What are the image formats? Explain in detail?
5. How to organize your photo explain the process?
6. What is white balance?
7. Explain the direction of light.
8. How to work on zoom lenses?

Section – B
II. Answer all the questions. Each question carries 10 marks 5 X 10 = 50

9. a) What is Digital cameras and images?

(or)
b) Explain the Composing image process.

10. a) What is Digital workflow? Explain the process?

(or)
b) Explain in detail about lenses.

11. a) What is on-camera flash photography explain in detail?

(or)
b) How to add external flash explain the type of externals?

12. a) Explain the studio photography in detail.

(or)
b) How to choose a background to explain the selection process?

13. a) What is displaying and sharing printed photos explain the details?
(or)
b) Explain the beyond the still image.
 MODEL QUESTION PAPER (Sem-end. Exam)
BBA-DM DEGREE EXAMINATION
SEMESTER –V
Course 6C – HTML & CSS
Time:3Hrs Max.marks:75
Section – A
I. Answer any 5 questions of the following 5 X 5 = 25 Marks
1. What is an attribute?
2. Difference between HTML tag and Element?
3. What is an URL?
4. CSS syntax
5. What is Multiple Style Sheet?
6. Value Length?
7. Attribute Selectors
8. CSS Cursor?
Section-B

II. Answer the following Questions 5x10=50 Marks

9 a. Write the History of HTML?

(Or)
b. Explain in detail basic formatting tags with suitable example?

10. a. Write a note on HTML Lists?

(Or)
b. Explain the process of Image Mapping?

11. a. How to Design a table in HTML?

(Or)
b. Write a note on HTML Headers?

12. a. How to design a external style sheet using <link> command?

(Or)
b. How to add the specific features like colors, positioning, or decorations using CSS
Syntax?

13. a. Explain the Types of selectors and how to use it?

(Or)
b. How to create a Color Background to page using CSS?
 ADIKAVI NANNAYA UNIVERSITY:: RAJAHMAHENDRAVARAM
BBA-DIGITALMARKETINGSyllabus(w.e.f:2020-21A.Y)
MODEL QUESTION PAPER (Sem-end. Exam)
BBA-DM DEGREE EXAMINATION
SEMESTER –V
Course 7C – WEB DESIGN & PLANNING
Time:3Hrs Max.marks:75
Section – A

I. Answer any 5 questions of the following 5 X 5 = 25 Marks

1. What is a Website?
2. Difference between blog and
website?3 What makes a website
User-friendly?
4. what do you mean by Dynamic website?
5. What is Domain?
6. What is Protocol?
7. What is web hosting?
8. Domain Extension?

Section-B

II. Answer the following Questions 5x10=50 Marks

9 a. What are the different types of

website?(Or)
b. Explain the components of website?

10 a. Write the steps involved in building a webpage?

(Or)
b.Write a note on responsive websites?

11. a. Write a note on parts of domain

name?(or)
b. What is a web protocol and explain the difference between HTTP and HTTPS?

12. a. Explain the types of webhosting?

(Or)
b. Explain the importance of server Security?

13. a. How to add domain name to web server?

(Or)
b. Explain the different types of websites?